PC Financial / Rebrand

President’s Choice Financial was a little-known brand, with grocery store kiosks people loved to avoid. Working with the team at SID LEE, we injected some much-needed personality, gave the brand a distinct voice devoid of bank-speak, reimagined the user experience, and rebranded PC Financial as the Canadian banking service committed to helping Canadians spend less time banking—and more time doing pretty much anything else.